25 Jun 2025
Why CJ Foodville’s bakery expansion helps Malaysia’s egg and layer industry
Tous les Jours entering Malaysia isn’t just a bakery win—it’s a strategic opportunity for Malaysia’s layer industry to scale, innovate, and tap into premium, tech-forward supply chains with long-term growth potential.
South Korea’s CJ Foodville has officially re-entered the Malaysian market with its bakery franchise Tous les Jours, marking a strategic comeback after it previously exited in 2017 by closing four outlets.
This return signals renewed confidence in Malaysia’s growing F&B sector and is expected to boost demand for locally produced eggs while driving innovation across the country’s layer industry.
1. Rising demand for eggs in bakery supply chains
Bakery operations are major consumers of shell, liquid, and powder eggs—core outputs of Malaysia’s layer farms.
With Malaysia already a leading egg producer in Southeast Asia, the entry and expansion of a multinational bakery brand like Tous les Jours:
- Increases industrial egg demand across formats (e.g., liquid egg for pastries, powdered egg for mixes).
- Encourages volume-based contracts between bakeries and local egg producers.
- Stabilizes market prices through long-term B2B supply deals, benefiting producers and processors.
2. Strengthens the case for cage-free and quality-focused production
CJ Foodville’s global branding leans on premium, hygienic, and ethically sourced ingredients.
This aligns well with Malaysia’s growing cage-free transition, led by players like TC Farm, Huat Lai and others:
- Farms adopting cage-free systems and traceable production models can now market directly to high-end clients like Tous les Jours.
- Corporate sourcing requirements could push Malaysian egg producers to upgrade farm tech, adopt automation, and adhere to safety certifications (e.g., HACCP and ISO).
3. Boosts investment opportunities in egg processing, tech, and pharma
With bakery supply chains becoming more sophisticated, there is a direct ripple effect into:
- Egg processing tech (pasteurization, liquid/powder conversion plants).
- Cold-chain logistics to support consistent egg quality from farm to factory.
- Poultry pharma and nutrition firms focusing on layers’ health, productivity, and egg quality to meet global standards.
- Potential joint ventures or licensing deals with South Korean foodtech, animal health, and automation companies.
4. Encourages Malaysia to grow as a regional hub
As Tous les Jours scales operations in Malaysia—likely opening dozens of stores and possibly a central kitchen or bakery plant—it could make Malaysia a regional export base for egg-based baked goods and ingredients. That would:
- Cement Malaysia’s position as a layer and egg tech leader in ASEAN.
- Invite cross-border R&D and investment in poultry productivity, disease resistance, and sustainable farming.
